Setting up Campaign Goals

A Campaign Goal is the desired outcome for the given initiative within a Campaign. Every ActiveDEMAND Campaign has a goal-setting section that allows you to track one or more desired outcomes for the given campaign. Common goals are 'filled out this form', or 'purchased', etc.  

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Goal Types

There are two types of Goals:

  1. Contact History (Activity) 
  2. Contact Change (metadata updated)

 

Contact History (Activity) Goals

Whenever a contact does something trackable, the system will log a 'Contact History' for that action. These actions trigger workflows, automated analysis, and initiate a check to see if that activity completed a configured goal in one or more campaigns. A contact history item created on a contact triggers the check to see if that contact 'signal' pushed the prospect across the goal line (and completes a goal).  If you configure an activity based goal to be filtered based on some metadata query (custom field etc), the only way a field change will complete a goal is if the field change is done manually (as that creates a 'user changed' history item on the contact, or if the contact records some history item. Thus if a field is changed via any other means, the only way this contact will be checked to see if it completed a goal is when a history item is created for that contact. Any history type can be used to trigger a goal

 

Contact Change Goals

This goal type is not checked based on contact activity. For this goal type, the system polls the campaign participants on a regular basis, comparing contact field data to the goal query. A contact will complete this goal if it matches the goal query while the campaign is active. If a contact receives communication from this campaign and then exits the campaign, the contact will still complete the goal if it matches the goal query at a later time. This type of goal can only be completed one time by a given contact.

 

Goal Tags (Classification)

As goals can be configured for any campaign, it is useful to be able to classify your goals across campaigns. For example, you may have a goal that is 'asks for a quote', or 'purchased an item', etc. Instead of having to name your goals in a specific way to analyze performance, you can set up Goal Tagging to classify your goals.  In your goal query, you can assign one or more Goal Tags to the goal.

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Note: Tagging a Goal will not update previously completed goals

If you are looking to add a tag to a goal, do this before your campaign goes live. The configured goal tags are added to the goal for a contact when the contact completes the goal.

 

If you are using Goal Tags, all dashboard widgets that reference a goal completion will expose a new filter option (filter by goal tag). 

 

Goal tags also work for roll-up reports. As a rollup report is executed from a master account, the master account MUST have the Goal Tags configured to filter the sub-account data.

 

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